The Elements of Content Strategy

“Try to turn as many soft, aspirational goals as possible into success criteria, and make them specific enough that you can actually tell whether or not you've met them.”

“For most people, language is our primary interface with each other and with the external world.”

“One of the spookiest aspects of the editorial craft is the ability to nudge, cajole, or otherwise wrangle each author into producing his or her best work without diluting the individual author’s voice and perspective. It’s tricky as hell and requires an ever-shifting balance of tact and frankness. Whenever you approach content creators, it’s worth spending a little extra effort on communicating with them in ways that neither devastate nor condescend.”

“Content strategy is not a subset of marketing, but marketing is one possible application of content strategy, and we derive many common content strategy methods and practices from marketing.”